Yu Jun：The marketing strategies of Accord

　　Editor’s Note: August 14, 2010, the seventh Chinese auto marketing senior executives Summit held in Lhasa jointly organized by the China marketing Institute, SOHU AUTO and Economic Centre of CCTV. The following is the speech made by Yu Jun, Vice President of Sales Division of Guangzhou Honda Automobile, titled by “the marketing strategies of Accord in a decade.”

　　Today, I am very pleased to stand here and get a chance to share the overall marketing strategy of the eighth generation of Accord model of Guangzhou Honda Automobile. Since produced by Guangzhou Honda in 1999, Accord has been very popular with Chinese consumers and obtained very good results.

　　But till 2007, Accord underwent a crisis for the seventh generation came to the end of the product life cycle and was overtaken by our competitive products in early 2007. Meanwhile, in order to achieve sales objectives of that year, franchised dealers were competing to lower prices in the second half, which brought about serious damage to Accord brand.

　　Therefore, the eighth generation Accord shoulders two big responsibilities to remodel Accord brand value and regain sales NO.1 in the segment. Frankly speaking, we are confident of the eighth generation Accord. We are considering take Accord 2.4 as emphasis and use 2.0 to rapidly expand the share as well as enhance the Accord brand value by3.5. However, refer to different emissions, unlike other companies within the industry; we didn’t introduced products with all emissions at the very beginning to gain to sales growth.

　　In fact, in January we placed two 2.4 models, and3.5 models in March, and then three 2.0 models in April. In July we again launched one 2.4 model. In January another 2.4 model went on the market. Considering that some heavyweight competitive products would be unveiled, we introduced models with different emissions step by step. In this way, we could get a better knowledge of the consumer responses and make some adjustments according to the consumer demand.

　　As to the price, we insist that products should be priced according to the value and always maintain the long-term stability of guide prices. Guangzhou Automobile Honda now also adopts the way of training all the staff of nationwide 350 shops instead of the instructors only.

　　As to the Channels, we insist that all the products be launched jointly in 20 cities and simultaneously in the nationwide 350 shops to expand influence.

　　Referring to the promotion, our task is to strive for the first place in the high-class car segment and establish the brand value. We have proposed a new concept of super B++ and made special marketing strategy for the eighth generation Accord.

　　In the preheating stage, we have created the brand meet-and-greet event firstly to increase brand influence. At the Guangzhou Auto Show in last November, through wide-screen video, the eighth generation Accord was debuted wonderfully and made Guangzhou Honda the most eye-catching car enterprise at the show. After the eighth generation Accord went on the market in the 2008 January, no matter print advertisements or landmark advertisements got some breakthroughs. Particularly, we carried out announcing event of the eighth generation Accord in the National Grand Theatre and broadcasted simultaneously in 350 shops nationwide to demonstrate the sprit of Accord brand.

　　Then at the end of March, we began to promote the 3.5-liter models. The conference was held jointly with the world’s top five wine wineries, which was the first in China. The Eighth generation Accord has also been the only five-star plus car among domestic models. Our two 2.4models have cleared the positioning of regaining the sales champion of high-class cars.

　　In July to December of 2008, our main task was to determine the sense of worth. At the end of the year, we conducted propaganda about the more than 30 media awards of Accord model. Besides, we also sponsored the designated car in Xiamen city. Under our organization, Accord owners went to Shanghai to visit F1. In the year of 2008, we became the sales champion with a sales volume of more than 170,000 units.

　　Based on this result in 2008, we continued to strengthen brand awareness to establish Accord’ positioning and brand image in the senior and high-end car market in 2009 to expand our advantage.

　　In 2009 we found a very good theme that it had been ten year since Accord was launched from 1999 to 2009. At the same time, we expected that in November the ownership of Accord would reach one million. We felt it was a marketing asset that other competitive products did not have. Therefore, we took the two themes the ten years of Accord and millions of users to carry out our marketing.

　　In terms of the promotion, in 2009 October we launched special version of 2.4 to mark the ownership of one million in hope of enhance product value and expand the competitiveness of the entire product line. Besides, in that year we also kept a healthy stock in all franchised dealer stores.

　　From March to August, mainly focusing on the theme of the ten year of Accord, we delivered articles from eight aspects such as achievements, quality, security, environmental protection, industry and community nationwide. Besides, we also sponsored the “worldwide influential Chinese individuals” awards ceremony held by Phoenix TV. We carried out an itinerant exhibition for the achievements of the Accord in this decade.

　　In September of 2009, taking the lead within the industry, we also held pedestrian protection crash test, during which the vehicle used was exactly Accord. Previously, Guangzhou Honda had carried CC-NCAP crash test, using Accord Odyssey. Pedestrian protection crash test wanted to show the public our social responsibility and security concept. In 2009 we even opened a gallery to demonstrate our corporate image.

　　Previously, our promotions were mainly focus on the products and corporate achievements. Then we would emphasize on the one million users to enhance their sense of pride.

　　The key word of our activities was thanksgiving. We thanked the trust of the one million owners and the represented middle class, who has been a great impetus to social developments.

　　First was a large collection activity to reunite the elites of Accord users. And the second was the awards ceremony. The nationwide 350 dealerships also actively participated and launched online registration collection.

　　To support the activity, at Guangzhou Motor Show, we carried out a special ceremony to delivery the key to the buyer of the one-millionth Accord, making the whole process witnessed by the media and the public. In addition, we also invited one hundred owners to visit our plant, the first domestic green plant and acquaint the manufacturing process of the Accord.

　　Through such activities, we got some celebrities such as Jia Zhangke, Kong Xiangdong and Wang Gang together with the representatives of Accord owners to join in the awards ceremony.

　　Through widely reports of this activity, the total website traffic reached millions. The media, owners and the public all gave unanimous praise to our company and Accord brand. In the year of 2009, the sales of Accord still topped 170,000 units, 119,000 more than the second place. In terms of the registration, we gained 28,000 units more than the silver medal winner. Besides, according to survey, brand competitiveness of Accord still ranked NO.1 in the senior and high-end segment. We all gave publicity to our three special owners. The first was a man drove one million kilometers without any overhaul. The second was a German expert living in Shanghai who had purchased the sixth generation, seventh generation, eighth generation Accord. The third was a large family in Jiangsu province, who had a total 21 Accord cars. From Jan. to Jun. of 2010, the sales of Accord surpassed 80,000 units, and continuously led the market.

　　That is all. Thank you for you all.

　　(Translator: Yalong/Jessie)

　　See original Chinese report Please click:

　　http://auto.sohu.com/20100814/n274211205.shtml